Bango (News - Alert) has published click-through and conversion rates from mobile advertising campaigns to help marketers measure the success of their campaigns.

 

Banner and text ads on mobile Web sites typically have a click through rate of 2-8 percent with a conversion rate of 2-5 percent, which "can be as high as 12 percent on some networks," company officials say. The data was collected by Bango customers who use Bango Analytics to measure their mobile marketing campaigns.

 

Bango officials say data clearly show that when the offer is closely aligned to the needs of a particular consumer profile, "click-through and conversion rates increase, often doubling." This information is then used to focus marketing campaigns on the countries, networks and handsets which return the highest conversion rates.

 

It's easy to insert tags or tracking links into the mobile site to identify traffic from advertising campaigns and search keywords. Data collected can quickly be analyzed to determine the return on investment from each campaign. Bango Analytics operates as a hosted service, has offices in USA, UK, Spain and Germany and is quoted on the London Stock Exchange.

 

Last month Bango published statistics showing a shift in mobile Web traffic, from mature mobile markets of Europe and the US to the developing markets of China and India. 

 

Today, 54 percent of people surfing the mobile Web come from outside the US and Europe, highlighting the importance of well targeted mobile advertising that reaches the intended consumer profile.

 

The top six countries accessing the mobile Web via Bango in January 2008 were the UK at 25 percent, India at 11 percent, the US at 10 percent, South Africa at 8 percent, Indonesia at 7 percent and China at 6 percent. Yet China has risen fast -- from 19th position 6 months ago to 6th position today. In total, Bango detects mobile Web users from over 190 countries.

 

"It's important you only pay for traffic that you can convert so check your ad network can target by operator, country and device," said Bango CEO Ray Anderson. "Then use Bango's free mobile analytics tool to measure your ROI as it's the only way you'll know if you are hitting the right demographic with your message."